(29 quotes found)
“Nothing is so powerful as an insight into human nature . . . what compulsions drive a man, what instincts dominate his action . . . if you know these things about a man you can touch him at the core of his being.”
William Bernbach
“Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.”
“The most powerful element in advertising is the truth.”
“All of us who professionally use the mass media are the shapers of society. We can vulgerize that society. We can brutalize it. Or we can help lift it onto a higher level.”
“In advertising, not to be different is virtual suicide.”
“Advertising isn't a science. It's persuasion. And persuasion is an art.”
“If your advertising goes unnoticed, everything else is academic!”
“An idea can turn to dust or magic, depending on the talent that rubs against it.”
“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”
“We don't ask research to do what it was never meant to do, and that is to get an idea.”
